Social networks shift the power balance between individuals and institutions. When any customer can easily publish their satisfaction or dismay to the world with the tap of a finger, the bar goes up for products and services. Customers used to be willing to put up with long lines, mediocre products and complicated services because they didn't feel they had a choice. In those days a company could provide an interface -- an interaction surface -- in a way that was convenient or cost-effective for itself -- and customers would force-fit themselves into the mold. If customers wanted the product or service they would assume the discomfort was inevitable. Today, any company can easily offer highly customized services on the web to a global audience of potential customers. Customers have more choice than ever before. A new category of business activity called Vendor Relationship Management allows customers to specify their preferences and provide their own interaction surface. More and more, companies will have to compete for their place on that surface. The future is podular.
